SBD/Issue 87/Sponsorships, Advertising & Marketing

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  • Crescent Roll: Hornets Ink Cadbury Schweppes In New Orleans

    By John Lombardo, Staff Writer, SportsBusiness Journal

    The New Orleans/Oklahoma City Hornets have signed their first Crescent City Champion level sponsorship agreement as Cadbury Schweppes has agreed to a six-year deal that will be announced before the Hornets’ game against the Kings at New Orleans Arena tomorrow night. The low-seven-figure annual agreement makes 7UP the official soft drink of the Hornets and gives Cadbury Schweppes pouring rights in the arena. The deal also includes media and advertising, along with in-arena branding and signage. Premier Partnerships, hired by the team last year to attract corporate partners, brokered the deal. “From pouring rights to promotional opportunities, this is truly a win-win partnership between the Hornets and Cadbury Schweppes, and an important step in our successful return to New Orleans,” said Hornets COO Hugh Weber in a statement. The Hornets are looking to sign between six and eight Crescent City Champion deals. Forced to relocate last year to Oklahoma City following Hurricane Katrina, the Hornets will return full-time next year to New Orleans. The team is playing six regular-season games this year in the city.

    Print | Tags: Dr Pepper/7UP, Los Angeles Kings, New Orleans Pelicans, Sacramento Kings
  • A-B Using Super Bowl To Re-focus Budweiser’s Brand Image

    Humor From Bud Light Ads To Spill
    Over Into Budweiser’s Super Bowl Spots
    CBS’ broadcast of Super Bowl XLI “will mark Budweiser’s return to a humorous style of ad it was once famous for,” according to Suzanne Vranica of the WALL STREET JOURNAL. Budweiser has recently “focused on ads promoting the quality of its brew, leaving the funny spots” to Bud Light. Among ads under consideration for the Super Bowl is one that shows “some smart-aleky crabs making off with a cooler of Budweiser from a group of unsuspecting bikini-clad women.” In addition to the humorous spots, one being considered features the Clydesdales. The return to “lighter overtones in its ads coincides” with A-B Exec VP/Global Industry Development Bob Lachky’s return to the top marketing spot at the company. Lachky: “We have so many things like heritage and quality in the image bank already; there is no need to pound that theme right now again” (WALL STREET JOURNAL, 1/25). USA TODAY’s Petrecca & Horovitz report Budweiser, “which has been losing market share domestically for several years,” will get more Super Bowl ad time than it has recently. The Bud brand is “being re-billed as a ‘world’ beer.” One ad for Bud shows an American and a Russian astronaut celebrating with a Bud. Other potential A-B spots feature Jay-Z and Pro Football HOFer Don Shula playing “football-themed chess,” and NASCAR driver Dale Earnhardt Jr. “being chased in his race car by an angry gang of Mad Max-type hooligans” (USA TODAY, 1/25).

    DDB: In Chicago, Lewis Lazare reports that as many as six of the eight or more spots A-B is considering for this year's Super Bowl come from DDB, Chicago. Last year, all of A-B’s Super Bowl spots were from DDB. Meanwhile, a “new twist for A-B this year is four 10-second animated billboard commercial inserts with pre-recorded copy — two in the first half and two in the second half. Two of the four will “encourage viewers to drink responsibly, and two will tout A-B’s new online venture Bud TV, which goes live the day after the Super Bowl” (CHICAGO SUN-TIMES, 1/25). A-B will also text message fans during the Super Bowl asking them to vote for their favorite ads (USA TODAY, 1/25).

    A-B Could Use Mencia
    In Bud Light Spot
    BUD LIGHT: THE WALL STREET JOURNAL’s Vranica notes Bud Light spots under consideration include one with Latino comedian Carlos Mencia “teaching a room of immigrants how to say ‘Hey fella, give me a Bud Light’ with a Southern drawl.” Another features a husband suggesting to his wife that they pick up a hitchhiker since he has a Bud Light. The woman says, “He has an axe!” (WALL STREET JOURNAL, 1/25). Lachky said that the overlap with the hitchhiker spot and the movie, “The Hitcher” was “coincidental” (AP, 1/25).

    MORE ADS: In Portland, Helen Jung reports Wieden & Kennedy will have three ads for Coca-Cola in the game, one of which is new. It will mark the agency’s first Super Bowl ad effort since an AOL spot in ’04 (OREGONIAN, 1/25). CBS President of Network Sales JoAnn Ross said that with two black head coaches competing in the Super Bowl for the first time — the Bears’ Lovie Smith and the Colts’ Tony Dungy — “one marketer is adding to its ad time for a Black History Month spot.” Meanwhile, Sprint VP/National Advertising Mike Goff said that his company “is returning with a humorous spot” to promote mobile broadband (USA TODAY, 1/25).

    Print | Tags: Anheuser Busch, CBS, Chicago Bears, Coca-Cola, Indianapolis Colts, Miami Dolphins, NASCAR, Sprint, Viacom, Wieden Kennedy
  • Tiger Woods, Golf Course Linebacker: New Buick Ads To Launch

    Buick will debut two new 30-second TV spots featuring Tiger Woods this week, according to Jill Painter of the L.A. DAILY NEWS. In the commercials, Woods is hitting balls on the driving range when a man tries to steal his balls and golf bag. In the first ad, Woods throws a golf ball at the guy, hitting him in the back. For the second spot, Woods “told the director he wanted to chase the guy down,” so the spot shows him actually tackling the man. Woods said, “If someone took my bag, I would do something a little bit more than just throw a golf ball at him” (L.A. DAILY NEWS, 1/25). USA TODAY’s Steve DiMeglio notes Woods’ tackle “drew blood.” Woods: “It was just a little scratch. He toweled off, and he was fine” (USA TODAY, 1/25). ESPN’s Tony Kornheiser called Woods “an idiot” for doing his own stunt for the ad. Kornheiser: “He could break an ankle. ... If you worked for IMG, would you have been happy seeing him tackle this guy with golf clubs flying around?” (“PTI,” ESPN, 1/24).

    Print | Tags: ESPN, General Motors, IMG, Walt Disney
  • Ford Withdraws Champ Car World Series Sponsorship

    Ford Withdraws As Official Champ Car Sponsor
    Ford has “withdrawn as an official Champ Car World Series sponsor,” according to the AP. Ford had participated in Champ Car and its predecessor, CART, since ’92, “first providing engines and then sponsorship.” Ford Racing Technology Dir Dan Davis said, “We evaluate all of our racing programs on an annual basis and have decided that this sponsorship does not align with our current business objectives.” Davis added that Ford’s withdrawal from Champ Car “will not affect the other racing programs the company supports,” including NASCAR and NHRA. Champ Car President Steve Johnson said the series is “exploring a number of other options for a manufacturer partner.” Champ Car currently uses engines made by Cosworth, once a Ford subsidiary but now owned by Kevin Kalkhoven and Gerald Forsyth, two of the four series co-owners (AP, 1/25).

    Print | Tags: Champ Car World Series, NASCAR, NHRA
  • Bayern Does Not Want Players Wearing Nike With National Team

    German Bundesliga club Bayern Munich has “threatened to prevent its players” from playing for the German National soccer team, as Nike is “pulling out all the stops to replace” adidas as the national team’s sponsor, according to AGENCE FRANCE-PRESSE. adidas is a shareholder in Bayern, and it “would be seen as a betrayal” for club players to wear Nike on their shirts. Bayern President Karl-Heinz Rummenigge: “I just cannot imagine that a Bayern player would wear a German shirt with the Nike logo on it.” But German National Team GM Oliver Bierhoff said, “The rules stipulate that players must conform to the choice of sporting equipment made by the federation.” He added that if Bayern “stood in the way of its players turning out for Germany, he would take the matter before” FIFA. adidas’ contract with the national team runs through 2011 (AGENCE FRANCE-PRESSE, 1/25).

    Print | Tags: FIFA, Nike
  • Hannah Teter’s Charity Work, Sponsorships Examined

    Hannah’s Gold Maple Syrup Sales
    Generate Nearly $10,000 For Charity

    With the Winter X Games starting today, Gold Medal-winning snowboarder Hannah Teter is profiled by Pete Thomas of the L.A. TIMES, who reports that after Teter was selected as the best female action sports athlete at the ’06 ESPY Awards, she “saw her salary with Burton Snowboards increase into the mid-six figures” and was “rewarded by sponsors Mountain Dew and Motorola.” She is currently “assisting Motorola and Burton in the design of a jacket wired with speakers and microphones for listening to music and talking on the phone.” Also, Hannah’s Gold maple syrup, sold at hannahsgold.com with proceeds from sales of the $15 bottles going to charity, has “raised nearly $10,000 for the Christian relief organization, World Vision,” Teter is also “forging ahead with plans to sponsor a village in Kenya, helping to build a medical clinic and brining in clean water.” The USOC honored her last week as the ’06 Sportswoman of the Year, “in part because of her humanitarian efforts” (L.A. TIMES, 1/25). Read more on the Winter X Games.

    Print | Tags: Motorola, PepsiCo, USOC
  • Grenade Launchers: Olympic Medalist Kass’ Company Profiled

    Kass Finding Financial
    Success With Apparel Venture
    Grenade LLC, the company co-founded by Olympic Silver Medal-winning snowboarder Danny Kass and his brother Matt, is profiled by ESPN THE MAGAZINE’s Alyssa Roenigk, who notes the pair started the company in early ’01 “with funding from Danny’s contest earnings and Matt’s real estate investments.” Without a sample to show buyers at a trade show in ’01, they “collected good-faith orders for 3,000 pairs of gloves.” One week after the trade show, Danny Kass won the superpipe competition at the Winter X Games “wearing a custom Grenade hoodie.” It was at that event where some friends “began the guerrilla marketing campaign that has since defined the company,” spray-painting snowboards, trees and halfpipe walls with the Grenade logo. By ’04, Quiksilver offered Kass “a larger contract in hopes of limiting his Grenade wear to gloves.” Instead, he left his endorsement deal with the company. Kass said, “I could have made back every dollar I’d put into Grenade in one season. But it was more important to push something we started.”

    FINANCIALS: Roenigk notes since forming Grenade, which “thrives more on aesthetics than technology, with gloves designed by artists and riders,” annual sales have grown from $120,000 to $6M, and the brothers “have turned down buyout offers from Quiksilver and Oakley, among others.” Kass: “We would like to hit $15[M] in sales in five years. That would be a big chunk of the market.” He said of one day selling the brand, “The company [that buys Grenade] would have to be one we respect and see a future with. It would have to feel right” (ESPN THE MAGAZINE, 1/29 issue).

    Print | Tags: ESPN, Oakley, Walt Disney
  • Ad Monitor: Car Companies Share Time On NFC Title Game

    Ford, GM, Daimler-Chrysler and Toyota were the top four advertisers during Fox’ broadcast of the Saints-Bears NFC Championship Game last Sunday. The chart below lists all the national ads that aired on the game. It does not include regional or local ads. The feed monitored was from Charlotte’s WCCB-Fox and includes pregame, game, and postgame coverage. The ads appear with their frequency and length.

    COMPANY/BRAND
    ADS/LENGTH
    COMPANY/BRAND
    ADS/LENGTH
    Ford
    10, :30
    Texas Instruments
    2, :30
    GM
    9, :30
    20th Century Fox
    2, :30
    DaimlerChrysler
    6, :30
    WebMD
    2, :30
    Toyota
    6, :30
    Adams Respiratory Therapeutics
    1, :30 1, :15
    Cingular
    5, :30
    Columbia Pictures
    1, :30 1, :15
    NFL
    5, :30
    Alltel
    1, :30
    Visa
    5, :30
    Apple
    1, :30
    Anheuser-Busch
    4, :30
    Applebee's
    1, :30
    Dodge
    4, :30
    Burger King
    2, :15
    Coors Brewing
    3, :30
    Campbell's
    2, :15
    Microsoft
    3, :30
    Circuit City
    2, :15
    State Farm
    3, :30
    Energizer
    1, :30
    Subway
    3, :30
    Hertz
    1, :30
    UPS
    3, :30
    MasterCard
    1, :30
    Verizon
    3, :30
    Miller Brewing
    1, :30
    Wendy's
    2, :30 1, :15
    PepsiCo
    1, :30
    Yum Brands
    1, :30 3, :15
    Samsung
    1, :30
    Best Buy
    2, :30
    Sony
    1, :30
    Dell
    2, :30
    SunCom
    1, :30
    DirecTV
    2, :30
    Sylvania
    1, :30
    FedEx
    2, :30
    TGI Friday's
    1, :30
    Frito-Lay
    1, :60
    Warner Bros.
    1, :30
    McDonald's
    2, :30
    E Trade
    1, :15
    Merck/Schering-Plough
    1, :60
    Lionsgate
    1, :15
    Nike
    1, :60
    Touchstone Pictures
    1, :15
    Southwest.com
    2, :30
    Universal Pictures
    1, :15

    NOTES: Anheuser-Busch promoted Bud Light and Budweiser, Coors Brewing touted Coors Light and Miller Brewing advertised Miller Lite. PepsiCo promoted Diet Pepsi. Yum Brands touted Pizza Hut and Taco Bell. Frito-Lay advertised its Lay’s potato chips. Campbell’s promoted Chunky Soup. NFL touted NFLShop.com, NFL Network and its relationship with the United Way. Adams Respiratory Therapeutics promoted Mucinex. Merck/Schering-Plough touted Zetia. Energizer advertised its Schick Quattro Titanium razor. Texas Instruments touted its DLP technology. Sylvania advertised Silverstar Ultra headlights. Apple promoted Mac computers. DaimlerChrysler touted Chrysler and Jeep. GM promoted Cadillac, Chevrolet and Hummer.

    MOVIE NOTES: The following theatrical releases were promoted: Columbia Pictures’ “Ghost Rider,” 20th Century Fox’ “Epic Movie,” Universal Pictures’ “Smokin’ Aces” and Warner Bros.’ “300.” The following promoted DVD releases: Columbia Pictures’ “Gridiron Gang,” Lionsgate’s “Saw III” and Touchstone Pictures’ “The Guardian.”

    SPORTS TIE-INS: Coors Light ads featured former NFL coaches Mike Ditka and Jim Mora. The Samsung ad featured former NFL QBs Boomer Esiason, Dan Marino and Steve Young. The MasterCard and Sony spots featured Colts QB Peyton Manning. A Cadillac spot featured recently retired Giants RB Tiki Barber. The Campbell’s spot featured Eagles QB Donovan McNabb. The PepsiCo ad was a football-themed ad.

    BROUGHT TO YOU BY: The following sponsored elements ran during the broadcast: “AT&T Postgame”; “Ford Fox NFL Sunday”; “Microsoft People Ready Matchups”; “State Farm Covers The Field”; “Subway Fresh Buzz”; “Texas Instruments DLP Ultimate Picture Cam”; “UPS Leaderboard”; “Visa Halftime”; and “WebMD Symptom Checker.” At separate times during the pregame broadcast, Ford, Microsoft and State Farm sponsored the scroll at the bottom of the TV screen. Visa sponsored the scroll at halftime while AT&T sponsored it during postgame coverage.

    PROMOS: The following Fox/FX programming was promoted during the broadcast, with their frequency listed parenthetically: “24” (5), “American Idol” (4), Daytona 500 (4), “House” (4), “Prison Break” (4), Rolex 24 Hours of Daytona (4), “’Til Death” (4), “The War At Home” (3), “American Dad” (2), “Family Guy” (2), “The O.C.” (2), “The Simpsons” (2), “Bones” (1), “Dirt” (1) and “The Winner” (1).

    Print | Tags: Anheuser Busch, ATT, Chicago Bears, General Motors, Indianapolis Colts, MasterCard, New Orleans Saints, New York Giants, News Corp./Fox, NFL, PepsiCo, Philadelphia Eagles, San Francisco Giants, Sony, Time Warner, UPS, Visa
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